Strategic Brand Management - Pearson

Building, Measuring, and Managing Brand EquityStrategic Brand 129/12/2018 02 229/12/2018 02:48 Building, Measuring, and Managing Brand EquityKevin Lane KellerTuck School of Business Dartmouth CollegeVanitha SwaminathanKatz Graduate School of Business University of PittsburghStrategic Brand ManagementFifth 329/12/2018 02:48 Vice President, Business, Economics, and UK Courseware: Donna BattistaDirector of Portfolio Management : Stephanie WallExecutive Portfolio Manager: Lynn M. HuddonEditorial Assistant: Rachel ChouVice President, Product Marketing: Roxanne McCarleySenior Product Marketer: Becky BrownProduct Marketing Assistant: Marianela SilvestriManager of Field Marketing, Business Publishing: Adam GoldsteinField Marketing Manager: Nicole PriceVice President, Production and Digital Studio, Arts and Business: Etain O DeaDirector, Pr

BRANDING BRIEF 3-1: Building Brand Communities 91 Brand-Building Implications 92 BRANDING BRIEF 3-2: How Digital Platform-Based Brands Create Customer Engagement 97 The Brand Value Chain 98 Value Stages 99 Implications 101 Review 102 Discussion Questions 104 BRAND FOCUS 3.0: Creating Customer Value 104 Notes 107 PART III Designing and ...

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